Creating campaigns with dynamic, engaging and
personalized content is key to success in email marketing, but is often easier
said than done. Premade templates can serve as a stepping stone for crafting
emails, and Campaigner offers hundreds of standard and responsive designs to
choose from. Today we’re launching our Articles feature to make it even easier
for marketers to craft brand consistent campaigns with customizable elements
within Campaigner’s platform, and in tandem with our templates and Landing Pages.
Articles -- a feature now available for all
users -- give email marketers the ability to create their own design elements
in HTML while ensuring their code remains dynamic and adaptable across all
campaigns. Instead of building components like headers and footers with each
message, Articles allow marketers to easily customize these elements in HTML
and save them for reuse in upcoming messages and campaigns.

The Articles feature is essential for
marketers who need brand consist…

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Revolutionize Customer Loyalty through Email Marketing

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Recognizing your customer’s individual needs during key stages of the
relationship is merely half the battle; having the ability to act on those
needs in a timely and personal fashion is critical to converting first time
buyers into loyal customers.

Here are five top loyalty building tactics:

#1 The virtual handshake

Building
customer loyalty through email is all about the list. That’s because a
detailed, well-maintained list yields trust and higher response.

Best practices dictate to give the subscriber clear
unsubscribe instructions and links, reiterate your company’s privacy policy,
provide an easy access preference page where the subscriber can check their own
options, and an email address for feedback or sender contact. In short, give
the subscriber more control during the registration process and you’ll not only
meet their expectations, but exceed them.

#2 The
give and take

Strong loyal relationships are all about give and take.

The give - Incentives quickly encourage
subscribers to give up personal data to get information on products and
services that meet their specific needs. Get creative... run a contest to win a
free gift with sign-up; a premium for completing a survey or a free
trial/download – any carrot you feel will add value to the relationship and
keep customers coming back for more.

Now for the
take - Anyone
who has studied Marketing 101 understands it costs significantly less to engage
an existing customer than to acquire a new one. Therefore, you must go beyond
traditional channels and prove to customers that you are trustworthy. If not,
you risk quickly losing that relationship to a competitor. So live up to the
promises you’ve made to your subscriber or risk eroding that customer’s trust
fast.

#3 The
relationship

Collecting data is great, but having the ability to
leverage it to ensure the most relevant campaigns are sent to the optimal
target audience is crucial. Start by analyzing the data that you’ve collected
in order to segment your audience into separate groups.

For instance, cull your subscribers by gender,
geography, birthday, purchase behavior, and other demographic attributes. This
task will allow you to better hone the effectiveness of your communications to
ensure subsequent dialogues are increasingly more targeted and more relevant
(the primary reason why subscribers initially opt-in).

#4 The tango

Being able to access data you’ve collected via different
channels (postal mail, email campaigns, website landing pages, etc.) and
Customer Relationship Management (CRM) is crucial for businesses vying to stay
a step ahead of the customer in today’s congested space.

By integrating data, you can easily access valuable
information to initiate, manage and promote highly relevant lead nurturing
email campaigns to better anticipate your customer’s next move. For this
reason, more and more top performing companies across all industry verticals
are recognizing the high value of integration to sync-up their marketing and
sales nurturing efforts to communicate with customers in more personalized
one-to-one ways.

#5 After the
honeymoon

In order to organically evolve your customer
relationships long after the honeymoon is over, you should have a testing
program in place. Testing takes the ‘uncertainty
factor’ out of the equation. In doing so, it allows you to pursue email
strategies, establish customer connections and cultivate stronger buyer/seller
relationships.

When implementing a test program don’t be afraid to test
subject lines, landing page imagery, creative, offers, ‘from’ name,
personalized with a name, HTML versus text… the sky’s the limit.